Image style

In the same way as Lund University has profile colours, we also have a profiling image style. It is a visual language that helps to differentiate us from other higher education institutions. Whether you hire a photographer or take pictures yourself, the photographs should always follow the image style. Here we explain what types of photographic subjects you should strive for and what feelings the subjects should communicate to the viewer.

The message of the images affects how we are perceived by the world around us. It is therefore important always to base your choice on the University’s image style when selecting a photo for printed material, a website or similar which represents Lund University.

In addition to these points, we also avoid cut out images in our work as a rule, as they can be difficult to manage from a layout point of view within the framework of our graphic profile and our grid template system.

Naturally, there are situations where the points above cannot be applied. It can be important for the image to show exactly what something looks like, such as images connected to specific research projects. In those contexts, the photograph is taken in a more traditional style.

We encourage you to upload your photographs in the Image and Media Bank, so that other people can access the material. Contact the Branding Office at Corporate Communications for help in doing this.

Documentary feel

Strive for a documentary and natural feel in the images. Avoid images which seem arranged, remember to represent both younger and older people and use both colour and black and white images. Use images which reveal passion and commitment to one’s work.

Strive for images with a documentary feel.

Sunny haze and warmth

Strive to use images with a sunny haze and a warm tone. Photographing backlit people and environments can be one way of achieving this effect. If the subject is of a more factual nature, such as research equipment, you should strive instead to bring out a warm tone in the image.

Sunny haze and warmth reinforce the feeling you get when studying, researching or otherwise working at our University – a feeling of belonging to a community with an optimistic outlook.

Strive to use images with a sunny, hazy effect and warm tone.

Short depth of field

Choose images with a short depth of field, as far as possible. Short depth of field means that a part of the image is in focus while the rest is blurred. You can use this effect to minimise a busy background or highlight what is most important in the image – the person you want to portray, a building, a detail and so on.

Short depth of field means that a certain part of the image is in focus while the rest is blurry.

Minimisation of detail

Work with clear images with a background which is not too busy. Also try to minimise the number of details in the image – you don’t have to tell the whole story in one single image. Trimming an image is also a way of focusing on the essentials, but in that case, strive to ensure that the colours in the trimmed image are relatively homogeneous.

Work with clear images with a background which is not too busy.

Variation and dynamism

Looking at images which have all been photographed from the same distance and angle easily gets boring. Create variation and dynamism by instead allowing your images to complement one another – close-ups versus perspective, colour versus black and white, people and buildings versus details, older people versus younger and so on. In short, allow the images to reflect the University’s diversity.

Create variation and dynamism by allowing your images to complement one another.